s National Alcohol and Drug Addiction Recovery Month (Recovery Month) quickly approaches, now is the time to begin planning for special events and activities that will help your organization call attention to the important issues surrounding treatment for drug and alcohol addiction. Here are some ideas to consider as vehicles to promote this year's theme, "We Recover Together: Family, Friends, and Community"

Who Are We Trying to Reach?

This year's theme is broad and encompassing. Just as drug and alcohol problems affect all areas of the community, so too does recovery depend on the cooperation and support of many in the community. That said, the prime target audiences for the September 200l Recovery Month include:

• Health Professionals
• Health Policymakers and Insurers
• Community-based Organizations Serving Children and Families
• Faith Community
• Organizations Serving Racial, Ethnic, and Cultural Groups
• Educators/Schools
• Individuals Working in the Criminal Justice System
• Employers

Community Forums

Community forums are an excellent opportunity to engage physicians and other health professionals, community organizations, employers, schools, justice systems, parents, and families, substance abuse treatment providers, the faith community, policymakers, the media, and others in a dialogue about how to improve drug and alcohol treatment services in the community. These forums can be aired via a number of channels, including broadcast on local television, radio, and cable stations. The organizational plan for community forums can be limited or broad-based, and can be executed at the community, city, or state level.

Coordinate with your local public and commercial broadcast radio and television stations or local cable system to tape and air a discussion panel about drug and alcohol treatment and recovery issues in your community. This discussion should create a greater understanding on the part of viewers and listeners about the magnitude of the drug and alcohol problem in your area, identify treatment needs in your community, and articulate the community's responsibility to support treatment programs. The discussion should also explore ways to minimize the stigma surrounding addiction treatment and recovery.

To enhance public interest in your forum, you may want to consider organizing it around a widely publicized event, such as a "Run/Walk for Recovery," or holding a legislative forum that has the support of a member of Congress or state legislator. While both are a means of attracting media coverage, the latter strives to achieve support for policies and funding as well.

As you begin to identify panel members and forum participants, be sure to include representatives from both the public and private sectors. Recruit members from your community who are knowledgeable or who have an interest in alcohol and drug treatment to participate in the community forum. Panel members should include health professionals, employers, representatives from community organizations, an elected official or other policymaker, a treatment provider, and someone who is in recovery or a family member of a substance abuser, if possible. Ensure that the panel is representative of your community's cultural, ethnic, and racial diversity. Plan to have one or two people standing by in the event of a last-minute cancellation from any of the confirmed panelists.

Identify an experienced facilitator to host the session, keep the discussion focused, and make sure that all points are covered. The facilitator should read an introduction and a closing statement to summarize the key points of the discussion. Make sure the facilitator's opening and closing remarks are consistent with the messages you believe are important.

Meet with panelists in advance of the forum to clarify the purpose of the discussion. One of the additional goals and benefits of this process is to bring together a wide range of health professionals, health policymakers and insurers, educators, and business and community leaders to brainstorm about issues of concern. Panelists should have the opportunity to create their own agenda for the forum. However, you must make sure that the key points of the discussion can be covered within the timeframe allowed.

The community forum agenda may include the following topics:

• An overview of the extent, magnitude, and consequences of drug and alcohol problems in families and in the community.

• Identification of current treatment efforts that are effective and a dialogue about unmet needs for treatment and recovery programs and services.

• Testimony from someone in recovery and a discussion on "stigma" and its effect on those who might otherwise seek treatment.

• Recommendations to health professionals, community leaders, and schools on the benefits of identifying, discussing, and providing treatment to those in need.

Media Events

Conduct a press event at which the mayor or governor issues a proclamation designating September as National Alcohol and Drug Addiction Recovery Month. To celebrate this year's theme, "We Recover Together: Family, Friends, and Community," the event could recognize leaders in the community who have worked to solve the community's drug and alcohol problems and to aid those in recovery. Consider inviting an individual in recovery and his/her family members to speak. Coordinate with the mayor's or governor's office and the recovery community on news releases and media outreach to obtain quotes, encourage press coverage, and ensure all parties are conveying the same treatment-supportive message.

Host an open house at a treatment facility to observe Recovery Month. Present different ways in which the recovery community can partner with health care providers, employers, insurers, schools, churches, and other members of the community to address drug and alcohol problems. Invite community leaders, the public, treatment providers, faith leaders, the media, and people in recovery and their family members and friends. Discuss why communities should work together to address drug and alcohol problems. Work with the facility and its clients to ensure that the privacy rights of treatment recipients are respected. Encourage all members of the community to support the expansion of available treatment programs and services.

Incorporate a variety of activities to draw people to your event:

• Conduct a tour demonstrating the key services provided by the facility.
• Distribute informational brochures on drug and alcohol treatment options.
• Show a video about the facility and the people it serves

Other Activities

News releases — Send out a year-to-date news release highlighting activities your organization has conducted in the past year, including a summary of the breadth of services provided, the total number of people served by your facility, and a summary of outreach activities conducted. Identify men, women, and youth who are willing to tell their stories to the media to highlight the individual faces behind the statistics. Include quotes from these individuals focusing on the support and assistance they received from their family, friends, your organization, and the community, as well as their commitment to helping others in recovery.

Public speaking opportunities — Arrange for speaking opportunities for the executive director of your organization and a treatment program graduate at hospital seminars, worksites, school workshops, and community forums about the importance of treatment. It is important that you emphasize specific messages, such as how to recognize the signs of drug and alcohol addiction, and the various ways the community can support recovery.

Articles — Produce a short article that discusses the benefits and positive outcomes associated with drug and alcohol treatment. Include your organization's phone number and/or a local hotline number for readers to call for more information. Work with hospital publications and newsletters of churches, schools, employers, and community groups to encourage them to include this feature in their September issue.

Special events — Consider creative ways to promote this year's theme, "We Recover Together: Family, Friends, and Community," such as holding a silent auction with prizes donated by area businesses to benefit a nonprofit drug and alcohol treatment center. Publicize the auction to the public through outreach to local media. Sponsor a run/walk with a theme such as "Run/Walk for Recovery." Work with local running organizations, hospitals, community organizations, schools and colleges, and other local organizations to increase participation. Ask a local sponsor to contribute "Run/Walk for Recovery" T-shirts, and prizes for the event. (Such an event could start or end at a treatment center.)

Exhibit booths — Set up an exhibit booth at a local hospital, health fair, school, or community event to disseminate information about effective treatment options and other related subjects.

Banners — Display banners promoting September as Recovery Month in your community's most visible areas and largest outdoor venues. Ask businesses, schools, and community organizations to recognize Recovery Month with posters and fliers in cafeterias, on bulletin boards, and in other public places. Include a hotline or other local number for people to call for more information or to learn how they can get involved.

Public service announcements — Use the enclosed live-read public service announcements to promote drug and alcohol treatment via your local radio stations.

roclamations are an effective tool to draw the public's attention to a given event or celebration. Having a top official sign a proclamation designating September as National Alcohol and Drug Addiction Recovery Month (Recovery Month) is a good way to gain government support and recognition for your Recovery Month campaign. Publicize the proclamation to maximize exposure and optimize its use as a public information tool.

Proclamations can be issued by governors, mayors, state legislatures, municipalities, counties, cities, or towns. All you have to do is write a letter or contact a member of the respective government entity's communications office to identify the appropriate mechanism to follow for the issuance of a Recovery Month proclamation.

Once you secure the proclamation, there are many ways to publicize it. If the signing takes place at a news conference, distribute copies to reporters. You can also have the proclamation photo-enlarged to poster size for display at the news conference. Afterward, display this visual prop (and additional copies) in the lobby of government buildings or other public places. Also, send copies to local newspapers.

Traditional proclamations are a series of "Whereas's" followed by a "Therefore." "Whereas" means "because," "inasmuch as," or "since." The "Whereas's" justify the final "Therefore," which is the actual proclamation. They set the stage, state the problem, and suggest action to remedy the problem. The "Therefore" is the actual declaration and request for specific support.

The sample proclamations on the following pages are presented in two ways. The first is more contemporary, leaving out the "Whereas's." The second proclamation includes them. Modify these sample proclamations by inserting information about the problem in your community.

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Sample Proclamation 1

In the past 20 years medical science has made great strides in learning about substance use and the nature of addiction.

Addiction is a chronic, relapsing illness that involves a number of brain chemistry disorders. Treatment for addiction is as effective as treatments for other chronic medical conditions, such as diabetes and high blood pressure.

Substance use and addiction result in huge societal and economic costs. It was recently estimated that the cost of untreated addiction in the United States is $276 billion a year. Clearly, the toll substance abuse takes on the family and friends of the individual battling with addiction is immeasurable. But recovery is possible. Every day in every part of the United States, men, women, and youth are entering treatment and beginning the road to recovery and families seek hope and recovery in support programs and counseling. In [your city or state here], we are [talk about specific drug and alcohol treatment programs or initiatives taking place in your community].

National Alcohol and Drug Addiction Recovery Month celebrates the tremendous strides taken by individuals who have undergone successful treatment, families in recovery, and recognizes those in the treatment field who have dedicated their lives to helping people recover from addiction. This year, the national campaign focuses on supporting those in addiction treatment and recovery and those they directly or indirectly impact. It embraces the theme "We Recover Together: Family, Friends, and Community."

The U.S. Department of Health and Human Services, Substance Abuse and Mental Health Services Administration's Center for Substance Abuse Treatment and [the name of a treatment organization in your community here] invite all residents of [your city or state] to participate in National Alcohol and Drug Addiction Recovery Month.

NOW, THEREFORE, I, [name and title of your elected official here], do hereby proclaim the month of September 2001 as:

National Alcohol and Drug Addiction Recovery Month

in [name of your city or state here] and encourage all residents to promote the benefits of drug and alcohol addiction treatment and recovery and to support community treatment programs.

__________________________

Signature

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Sample Proclamation 2

WHEREAS, on behalf of the citizens of [your city or state here], I am pleased to join the [name of a participating substance abuse treatment organization] in celebrating September 2001 as National Alcohol and Drug Addiction Recovery Month in [your city or state here]; and

WHEREAS, acknowledging September 2001 offers advocates of substance use treatment an opportunity to educate the public and policymakers about the effectiveness of treatment, both societal and financial; and

WHEREAS, substance use is a major public health problem that affects millions of Americans of all ages, races, and ethnic backgrounds and in all communities and which has a huge medical, societal, and economic cost; and

WHEREAS, thousands of health care providers have dedicated their lives to the recovery process and to the education of the public about alcoholism, drug dependence, and treatment issues.

NOW, THEREFORE, I, [name and title of your elected official here], do hereby proclaim the month of September 2001 as:

National Alcohol and Drug Addiction Recovery Month

in [name of your city or state here] and encourage all citizens to support this year's theme — "We Recover Together: Family, Friends, and Community." — by supporting men, women, and youth who are in drug and alcohol addiction treatment and recovery.

__________________________

Signature

(Name of local official) and (your organization) Call for Support
of Drug and Alcohol Treatment Services in the Community

(City and state where your organization is located; date you want press release published.) (Name and title of your local official) joined with (your organization's name) today to proclaim September National Alcohol and Drug Addiction Recovery Month (Recovery Month). During the month of September, communities nationwide are encouraged to join together to help people with drug and alcohol problems, their families, and friends gain access to treatment services in an effort to heal themselves and the communities in which they live.

Recovery Month celebrates the great strides taken by individuals who have undergone successful treatment and recognizes those in the treatment field who dedicate their lives to helping them. This initiative is part of a national campaign to promote the benefits of substance abuse treatment and embrace the 2001 theme: We Recover Together: Family, Friends, and Community.

"While we have made gains in reducing illicit drug use in our country, we still have far too many people using and abusing drugs and alcohol. In 1999, about 14.8 million Americans were illicit drug users and 12.4 million were considered heavy drinkers," said (name of local official). "Drug and alcohol use is one of the leading causes of family dysfunction and disintegration. As such, its repercussions are great. Because we do not exist in a vacuum, friends of individuals with drug and alcohol problems and the communities in which they live also suffer greatly. Recovery Month is the right time to highlight the benefits of treatment and encourage individuals with drug and alcohol problems to enter treatment and begin their journeys of recovery." (Work with your local official to develop a quote such as the one above.)

According to (add the spokesperson, title, and your organization's name), "When you consider the nation's drug and alcohol problems in terms of dollars and cents, it adds up that treatment benefits everyone. By one estimate, untreated addiction in the U.S. carries a price tag of $276 billion — that is the equivalent of roughly $1,050 per year for every man, woman, and child in the country. Yet, we could treat all those in need of treatment for as little as $45 per year, a mere fraction of the cost. Of course, the return on investment in terms of restored lives, families, and communities is incalculable."

Several important awareness activities will take place throughout the month of September:

• A community forum will take place on (date/time). At the forum, many drug/alcohol and treatment-related topics will be discussed and solutions to associated problems will be presented and addressed.

• Information will be distributed to educators, faith leaders, local employers, and others in the community addressing the effectiveness and cost benefits of treatment and instructing them on how to get involved in ensuring those in need have access in their community.

• Fundraising events will be held to raise money to support existing substance abuse treatment programs and services, or to create new ones.

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Always have a good reason for developing a release. To be useful, a release must be newsworthy. For example, you might issue a release if your organization:

• Announces the results of a poll, survey, or study on alcohol and drug abuse and addiction
• Launches a new public education program
• Begins a new type of service or makes significant changes to existing services
• Hires a new director or high-level staff person
• Receives a grant or donation
• Wants to publicize the local impact of a national news event
• Forms a special task force
• Conducts seminars or workshops featuring a local or national celebrity speaker
• Honors an individual or organization
• Plans local activities to tie into a well-known day, week, or month
• Plans an event to issue a Recovery Month proclamation
  
  

Keep it short. A release should be no more than two pages, double-spaced, and contain short sentences and paragraphs.

Stick to the format. Releases should be typed on organization letterhead. At the top of the page, include the name and phone number of a contact for more information. The release should begin with the name of your city and the date. If the release is longer than one page, type "-more-" at the bottom of each page, except the last. Signify the end of the release by typing "###" or "-30-" centered after the last sentence.

Give the most important details first. Begin with a headline that summarizes the release. The first paragraph should answer the five basic questions — who, what, where, when, and why.

Be careful with language. Avoid using slang or technical terms. If necessary, explain terms.

Check for accuracy. Be sure to verify all spelling, statistics, names, and titles.

Write factually. Opinions should be expressed in direct quotes only. When quoting an individual, get consent before publishing.

Seek placement. Distribute your release to local print, broadcast, and Internet reporters. Follow up to encourage them to write or air a story. Try to schedule an interview with an official of your organization. Collect samples of any resulting coverage to document your outreach efforts.

[Name of Your Local Official] and [Your Organization] Announce Kickoff
of Statewide Drug and Alcohol Recovery Campaign

To kick off this year's observance of National Alcohol and Drug Addiction Recovery Month in September, [add city or state, and the title and name of your local official] and [add the name of your organization] will launch a statewide campaign [add the day and date] to increase awareness about drug and alcohol treatment and recovery-related issues throughout local communities. This year's theme for Recovery Month is, "We Recover Together: Family, Friends, and Community."

Drug and alcohol problems cost the United States an estimated $276 billion annually, while the human toll they take is virtually incalculable. Recovery Month is a time to focus attention on creating solutions to problems associated with this nationwide epidemic. During the month, health care providers, educators, employers, those involved with the criminal justice system, social service providers, and other key community players are being encouraged to join the effort to raise awareness about the effectiveness of treatment for drug and alcohol addiction. Additionally, [Name and title of local official] will join forces with these groups and members of the recovery community to take action wherever possible on such recovery-related issues as stigma reduction and treatment program availability and accessibility.

During the event, testimonials will be given by individuals in recovery and their family members.

Tips on Placing a Media Advisory

media advisory is a simple way to inform local media outlets about an upcoming press conference or a briefing. This document provides print, broadcast, and Internet reporters with the information they need to plan and cover your activity. Below are some suggestions for successfully distributing your advisory.

Place it on the "daybooks" and in "week-ahead" columns. Call newswire services in your city or state, such as the Associated Press or United Press International, and ask them to place the advisory on their daybooks — a daily listing of all activities that the media are invited to attend — the week before, the day before, and the day of the event. Ask for the name of the daybook editor and the fax number. Also try to place the advisory in the "week-ahead" columns of local newspapers and business publications that list upcoming activities.

Create a media list. Send the advisory to local media outlets in your community one week before your event. To do so, you should develop a current media list — a fundamental tool of public relations. Your list of media outlets must be accurate and up-to-date to effectively reach reporters with your story. Here are some tips to get you started:

• Check your local library or bookstores for media directories of contacts at daily and weekly newspapers, television stations, radio stations, newswire services, Internet news outlets, magazines, newsletters, and business trade publications in your community. Some examples of media directories include Bacon's directories and Gebbie's All-In-One Directory. Use the phone book or the Internet to supplement your list.
  
  
• Once you have developed a list of phone numbers and addresses, call each outlet to verify the information and to determine which editors and reporters are the most appropriate to receive your news.
  
  
• For each print and broadcast media outlet, create a list with the following information: name of media outlet, address, telephone number, fax number, and the names and titles of specific reporters or editors who cover drug and alcohol treatment- and health-related issues. Increasingly today, reporters and editors prefer information to be e-mailed to them; therefore secure an e-mail address where possible. You should also determine the best time to call each reporter (i.e., how far in advance/what time of day) about your event.

• Be sure to include specialized media on your list, such as African American, Hispanic/Latino or other minority newspapers or radio stations. Other specialty media that you may wish to include are university/college newspapers, television and radio stations; small community papers or neighborhood newsletters; and publications produced by local organizations, such as businesses, hospitals, women's centers, health care clinics, professional associations, churches and other faith-based institutions, drug stores, and local clubs.

Follow up. After you mail or fax the media advisory, contact reporters by phone to determine their interest in attending or covering the event. Sometimes the personal touch can make a difference in generating media interest.